Tom Brady Named Brand Ambassador At TAG Heuer Carrera Heuer 01 Launch

Tom Brady Named Brand Ambassador At TAG Heuer Carrera Heuer 01 Launch

Tom Brady Named Brand Ambassador At TAG Heuer Carrera Heuer 01 Launch Watch Industry News

Tom Brady, the quarterback of the New England Patriots, has just been named the latest TAG Heuer ambassador as the brand rolled out its latest Carrera watch, the Heuer 01. We talked a bit about the TAG Heuer Carrera Heuer 01 watch here, but this dressed up version of TAG Heuer's 1887 movement in a skeletonized dial with a black, steel, and red case is clearly getting the full Jean-Claude Biver marketing treatment. With a household name like Tom Brady joining the likes of athletes like Cristiano Ronaldo and Maria Sharapova in representing the watch brand, we can guess that TAG Heuer wants to make a big splash with this new watch.

Tom Brady Named Brand Ambassador At TAG Heuer Carrera Heuer 01 Launch Watch Industry News
New ambassador Tom Brady joins Jean-Claude Biver to Launch Carrera Calibre 01 in New York City

Tom Brady Named Brand Ambassador At TAG Heuer Carrera Heuer 01 Launch Watch Industry News

Hublot has previously tapped into the sports fan market when it became an official sponsor of the Dallas Cowboys last year (in addition to football, there's boxing and basketball too), and the Jean-Claude Biver-led TAG Heuer is looking to go the same route with a name as big as Tom Brady. It's a brilliant move, really, to use the same wildly successful marketing tactic to promote a watch which is a fraction of the cost of a Hublot Big Bang with a price for the TAG Heuer Carrera Heuer 01 of 4,900 Swiss francs. We'll update this article with more from the event soon (where model Molly Simms and DJ Eve were also guests).

  • I worry that this watch’s rated water resistance may not be as good as stated since the Tom Brady version will have the interior pressure reduced by half a bar. Hey, somebody was going to make a deflate comment – might as well get it out of the way before the usual “why do they think they need ambassadors to sell watches” tirades begin.

    Sure wish TAG had changed the sub-dial layout so it would not resemble an ETA 7750 (which it is not of course). I saw this watch at BaselWorld and it seems more Hublot skeleton than classy Carrera to me. Too bad as I really like some of the recent Carrera pieces (the Jack Heuer 80th being a favorite of mine). Oh well, maybe the Hublot-esqe skeleton look will sell the younger, price conscious buyers TAG is now focusing upon.

    • Boogur T. Wang

      Tag = Frat Boy Fodder.

  • LapYoda

    Well, there goes my (admittedly low) desire to own a Tag. I’m guessing a lot of ADs in NFL cities outside of New England won’t be putting up his poster in their stores.

    • Rocknroll

      The man transcends the sport, one of the very few from the NFL who does. As Aaron Rodgers (GB Packers QB) himself once said “Tom Brady is in a class of his own. He is in the upper echelon of celebrities that in a room of celebrities, he’s high up there.” TB12 market is not limited to sports fans and definitely not to NE.

      • Chaz

        And he shags supermodels. ENVY

      • shiner2348

        The most sensible comment yet

  • IanE

    I don’t blame JCB for his tactics, but I don’t really understand why extremely highly paid athletes prostitute themselves like this (I mean, OK, if it were an ultra-luxury sports watch like RM pieces)?

    • Yeah, JCB clearly knows what works and how to make money. His efforts to get American sports ambassadors for Hublot worked very well for him so no surprise he is doing the same now for TAG. Why do ballers do this? Money, ego, free watches. Outside of self-respect why wouldn’t they? Why TAG instead of RM? Maybe because TAG’s ad budget is greater than Richard’s, hence more money to spread around to athletes. Just my guess. Cheers.

      • IanE

        Yes, I guess the more you have the more you want. I’d love to believe I would have more self-respect, but I suppose you never know till you get there (so I will never know!).

    • Joel Schumann

      Why not? The highest paid athletes often make more money from “prostitution” than running around chasing balls on a field or whatever is their claim to fame. And why shouldn’t they. It is not like they need to defend their intellectual integrity or anything. Media exposure will even help them land a better contract with their sports team. Ultimately, sports people are nothing but advertising vehicles. Me. I now have a well taken care of Tag H. for sale.

  • Boogur T. Wang

    Can Pro Bowling be far behind?

  • Sean Piper

    Is there a tipping point where a brand no longer sells watches on the quality of their product, but on how many ambassadors & sponsorship’s they have?

    • A number of brands have crossed that point long ago (sigh).

  • Skeletor

    More advertising please. I can’t get enough smell of swiss farts.

  • Boogur T. Wang

    “We’ll update this article with more from the event soon (where model Molly Simms and DJ Eve were also guests).”

    PLEASE – Not on ABTW.

  • DanW94

    In a perfect world, these high profile American athletes would forgo the big Biver money and promote an American watch brand. Can you imagine a superstar athlete pitching RGM?

    • Chaz

      Saw RGM prominently featured (for a split second) in a GMC vehicle ad recently…

      • DanW94

        Yes, I saw that also. It took me by surprise. It was a quick one second cut like you said. Nice to see GMC forgoing that watch company in Detroit to show a quality watch out of Pennsylvania.

        • iamcalledryan

          Yeah, I bet the Shinola execs don’t look at the GMC guys in the bar after work anymore.

  • Raymond de Mystère, fils

    Ronaldo, Sharapova, and now Brady. These athletes are multi-millionaires who don’t waste their time on endorsements unless there’s at least a couple million dollars per year for them. Do the math and even if this watch sells by the tens of thousands you get an idea of the immensity of the mark-up on a product like this. You’re paying for many things, one of which happens to be a wristwatch.

    • Yep – but mostly you are paying for the ad (not the watch). How do you know you are a truly successful watch brand? When your ad budget is more than your production costs.

    • Chaz

      Don’t forget that T-H “celebrity DJ” guy that got a special edition!

  • Lurch

    I guess Tom Brady is no longer a Movada brand ambassador. This is all silly advertising gimmicks to me, but I guess it must be effective since watch brands continue to have ambassadors. Perhaps one day customers won’t be lured into buying a watch because a celebrity is wearing one.

    • Almost makes you wonder what Kim Jong Un is wearing. OK, not really. “What you no like my watch – you die!”

    • Steve Kosovich

      Just think,when they move to a different brand how many free watches they get.?

  • sfbaydawg221

    I say! That is an ugly looking watch.

  • DannyBoyJr

    Did anyone test the pressure of those footballs? Looks under-inflated to me. 😉

    • iamcalledryan

      My thoughts exactly!

  • TrevorXM

    Haha! Look at that unreadable hockey puck watch on their wrists! Okay, so Biver has gone with his “formula” for the Big Bang, which was a mutation knock-off of the Royal Oak. And at a cut-down price. And you can absolutely be certain that Biver is pushing hard for them to put fake screws all around the bezel of that sucker! Just you wait — the fake screws are coming! Not that it matters with Tag Heuer, of course. Biver has found a new home that fits him well.


    Actually I like the big bang theory, oops sorry wrong forum. No really aside from the unreadable face, the Impossibility to find non tag straps the hockey puck size and of course Bivet’s adorable face what is not to like and this must be aimed at the US market since no one outside the US knows Jack sh$t about football. Better sell a bunch of these models before making your money back but I suspect the math adds up somewhere for Tag or they would not do it.

  • Brock Rousseau

    Tom Brady is the only Tag owner who will actually use a helium release valve.

    • Larry Holmack

      Now that’s funny!!!

    • iamcalledryan

      Yes, the real innovation with this model is that the release valve is not on the case, but conveniently located on an American Football.

  • Shinytoys

    Missing the golden years of Heuer…

  • Ulysses31

    These look like fucking toy watches, to be piled high and sold low, except they have the nerve to ask five grand for these things. Get a Swatch Irony or something similar – better-looking and way cheaper. What? It’s not mechanical? You won’t get much kudos from your buddies for wearing a watch this ugly regardless of what movement is inside.

  • Larry Holmack

    Well…I went back and read over the first review of this watch…..and read my comment….and it’s valid…even if Tom Brady is wearing one!!! It’s unreadable….way over-priced….and not attractive at all. Like most people…I have better uses for $5 grand!!

  • Raymond Wilkie

    Never heard of the guy.

    • shiner2348

      You need to read more than the Record lol

      • Raymond Wilkie

        American football is just rugby with shoulder pads.

        • shiner2348

          If you’ve ever played Rugby Union/League you would not make that comment,if you haven’t played any of those two your comment is just garbage

  • Beefalope

    I don’t care who endorses those watches — they’re vile.
    TAG has been doing much better lately, but this is a step back.

  • Boogur T. Wang

    Well, like most of these people – he has his price:

  • Tony
  • cheerss

    The Biver prefers Patek. Not AP, not Hublot, not Tag. This man sure knows the difference between business and pleasure.

    • Raymond de Mystère, fils

      Exactly. Leave it to Biver to promote gaudybling while buying the real thing for himself. See Ben Clymer’s interview on Hodinkee.

  • Raymond de Mystère, fils

    Thespian Tom doing his best Hamlet